LONDON - Lucozade Energy will be principle sponsor of Channel 4's Big Brother, making it the first major grocery sponsor of the reality TV show.
The sponsorship of Big Brother 10, which kicks off during the first week of June, will include idents created by M&C Saatchi using ‘little brother versus big brother' scenarios.
Lucozade Energy, as well as sponsoring the main show, will also have presence across the E4 spin off shows Big Brother's Big Mouth and Big Brother's Little Brother, the main Big Brother website. The deal has been negotiated through MediaCom
Big Brother 9 was sponsored by Virgin Mobile.
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